Threads and the future of social media: Community and real conversations
First things first: you’re reading a blog written by someone who grew up with MSN Instant Messenger, cell phones that took forever to type on and charged you for every text message sent, at a time when Facebook was rolled out to the general population (instead of only American university students) – who’s since built a career that includes running an agency focused on social media, including content, community management, and social ads.
As a brand strategist and creative, I have accounts on every platform you can think of and that of course includes the newest, Threads.
But you may have asked yourself, do I really need another account, another place to post or keep up with content?
Social media was always meant to be a space where people can express themselves, interact with their peers/friends/family, connect with like-minded communities, and engage in conversations. But you could say that social media platforms have drifted away from this vision and became somewhat less “social”, with some resembling the mass media.
Digital culture expert Nicholas Carah shared his concerns about the evolving nature of social media in a recent interview, so I’m sharing my thoughts about Threads (the latest app by Meta, if you’re not already following) in response here.
While he sees Threads as a potential catalyst for a new era, I think it’s unique opportunity for social media to revive its core principles of being conversational, connected, and authentic.
So let’s dive in.
The dream of social media
The dream of social media was a place where people could gather, chat, and form communities based on their interests, as Dr. Carah describes. It was intended to be a platform where everyone could express themselves, fostering a culture of dialogue rather than passive consumption. This vision of course contrasts traditional media channels like TV, newspapers and radio, where only a select few had the opportunity to speak, while the majority remained listeners.
A shift toward mass media
Over time though social media platforms have gradually adopted characteristics of mass media. Dr. Carah highlights the rise of professional content creators and the symbiotic relationship they’ve formed with platforms. These creators bring in large audiences, which in turn attract advertisers seeking to reach them. The pursuit of profits has led platforms to prioritize content consumption over genuine interaction, making users feel like products rather than active participants.
Threads: A new dawn or a sign of decline?
I’m not aligned with Dr. Carah’s concerns about Threads being the decline of social media, or viewing it just as another attempt by Meta to create a larger, more complex platform. Drawing a parallel with the auto industry in the 1950s, he suggests that just as car companies kept adding more features to their vehicles, Meta is doing the same with social media. However, he also suggests that this trend could be a symptom of an exhausted first generation of social media platforms desperately seeking innovation.
Reviving the essence of social media
I personally think that Threads is an opportunity for social media to rediscover its roots and reshape its trajectory. Will it be the solve for everything social media? No, of course not. But instead of considering it a decline, we can view it as a casual “reawakening.” By giving people a simple way to focus on the fundamental aspects of genuine interaction and community, social media can go back to its initial promise.
With Threads today, it’s been awesome seeing big brands and organizations alike actually engage in this organic style of conversation. The early days of Threads are for exploration and experimentation, especially for brands. It’s important to acknowledge the distinct tone and role people are going to the app for, and to not go in as a business expecting performance metrics, which Hootsuite even pointed out in this Instagram Reel.
Embracing conversational, connected, and authentic online experiences
Social media can thrive by going back to conversations and authentic connections at its core. Less ads, intense videos, algorithms and forced professional standards. It can become a place where users are active contributors, where dialogue and engagement are valued over passive scrolling. I’ve seen self-consciousness fade away on Threads, where people simply share and reply and even engage with people they’ve never heard of. Threads gives us an opportunity to prioritize meaningful interactions, where people can find the content they’re looking for and engage with those who genuinely share value or just entertain (because we all need some lighter content, and making new friends feels good, too).
What’s the future of social media looking like?
If you’ve tried Threads or at least read about it, it feels different.
Do you agree with Dr. Carah’s assessment of the impending decline, or do you see Threads as a chance for social media to pivot or reinvent itself?
I see a growing community of people embracing the potential for a “new era” where social media becomes a space that encourages conversations, fosters real connections, and allows people (and brands) to express themselves authentically – and just straight up have fun. A place where we keep the spam, bots and heavily salesy content out. Perhaps even back to the days of MSN chats, forums, or even MySpace and early Facebook when you knew everyone personally, weren’t afraid to post imperfect content and there were no ads…
